Dick’s Opens NHL Super Shops

Dick’s Sporting Goods and the National Hockey League have launched three NHL-branded super shops at Dick’s stores in Chicago, Pittsburgh and West Nyack, N.Y., marking the first time that a professional sports brand has had a shop-in-shop activation at a major retail chain.

The NHL super shops offer hockey fans a flagship-like NHL shopping experience with a wider and deeper selection of merchandise. The 400-square-foot shops showcase a variety of men’s, women’s and children’s lifestyle apparel, jerseys, headwear, outerwear and accessories featuring top NHL-licensed brands including Reebok, CCM, ‘47 Brand and Old Time Hockey, among others.

“As the premier destination for licensed NHL apparel, Dick’s Sporting Goods is thrilled to partner with the league to create an elevated shopping experience for hockey fans,” says Joe Schmidt, president and chief operating officer, Dick’s Sporting Goods. “We’re excited to be offering fans of all ages our widest selection of NHL merchandise and experiential elements that will help bring the game to life in a dynamic retail environment.”

Each shop is designed with NHL brand aesthetics, with graphics highlighting all 30 teams as well as a home team call-out, game action imagery and a jersey locker unit.

“The immersive nature of each NHL super shop environment is an example of our continuing efforts to bring a bigger piece of Brand NHL into our fans’ everyday lives,” says Brian Jennings, chief marketing officer, NHL. “The premium level assortment of NHL-licensed collections available in Dick’s, the premier sporting goods chain in the U.S., offers fans an unmatched NHL experience.”

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